- Organize a presentation of the first Mercedes-EQ vehicle in Russia

- Create a set of brand launch events to engage new audiences and build knowledge about Mercedes-EQ

- Organize a meaningful presentation of the car for a Russian audience after the world premiere, which greatly increased the degree of responsibility degree

The exclusive presentation of the new EQS by Mercedes-EQ was organized in December 2021 in the Mosfilm studios in the format of a digital show. As part of the programme, a holographic model of the EQS "floated" in the air and then holographic projection (1x1) materialised into a real car on the stage. The set-up gave the feeling of a 'portal' from which the EQS arrived, a guide to a new reality, the world of the electric future of Mercedes-EQ.The brand's audience travelled into an era of progressive luxury, where the highest technology, comfort and care for the planet are combined together.

After the presentation, guests could get acquainted with the new electric car on stage, as well as take photos in front of the backdrop and in the AR photo-zone with augmented reality.

The presentation was also available in live mode.

Going beyond the closed premiere, we created additional platforms to engage more audiences and raise awareness of the product and the Mercedes-EQ sub-brand.

One of these tools was the creation of a branded EQHUB space with an area for the EQS electric vehicle in Smolensky Passage 2, where anyone could get acquainted with the new car and learn more about the sub-brand. The space was functioning for a month and was divided into several zones: a welcome-zone with a hostess who was giving more details about the exposition, a car with a product consultant, a bar with specially designed non-alcoholic cocktails, a zone with technological digital-activations, a lounge-zone and a space with educational lectures provided by Skolkovo.

From December 25 to February 15, Mercedes-EQ and Skolkovo Technopark held a course of lectures for teenagers. As part of the initiative, teenagers aged 12 to 18 were immersed into the world of future technologies and innovations with experts from Skolkovo. The topics of the lectures were related to the new EQS and its integration into modern reality.

With this set of events, we were able to reveal the technologically advanced nature of the electric vehicle, integrate modern technology into the brand presentation, and pay special attention to the topic of care about the environment.

The Russian premiere of the first EQS electric sedan by Mercedes-EQ was the key event of the year for the brand.